摘要
I
摘要
从 1987 年开始到现在的 2017 年，邮电行业实现了持续和快速的发展，无线
通信网络技术也从模拟网、数字网发展到现在的高速 4G 网络。移动用户数 2016
年超过 13.2 亿
[1]
，平均每 100 人中使用手机的用户就有 96.2 个，现在有 7.7 亿用
户在使用 4G，同时 100 个使用手机的用户中就有 58.2 个用户在使用 4G，4G 流量
呈爆发式的增长。中国移动 4G 用户达到空前的 5.35 亿
[2]
，4G 客户规模在世界排
名第一。2013 年 12 月，三大运营商同时获得 4G 牌照，同时 2016 年 2 月 25 日工
信部宣布 2020 年 5G 将进行商用。总体来说，人口数量增长缓慢，其带来的好处
已消失，三大运营商的新增市场空间迅速收窄，均加快 2/3G 客户向 4G 迁转，竞
争
[3]
趋于白热化。中国电信在宽带市场的绝对优势下，主推宽带+4G 的融合营销，
大力扩大 4G 的用户规模，中国联通在王晓初主导的“聚焦”战略下，正在加快 4G
网络建设和市场推广，中国移动的 4G 的先发优势面临严峻挑战

乐山移动作为一家 4G 规模在全省移动排名靠后的地市级公司，面临更大的挑
战。随着乐山铁塔
[4]
公司的成立，加速了三家运营商网络的共建共享，加快了网络
的同质化，乐山移动领先的网络优势被逐步削弱。特别是乐山电信在农村地区大
力部署低频段的 800M FDD 4G 网络，对乐山移动在农村的网络优势带来了极大的
威胁。未来几年谁先把 2/3G 客户迁转到 4G 用户上来，谁先抓住了 4G 用户，谁
就抓住了发展的先机。如何把 2/3G 客户迁转到 4G 用户上来是乐山移动目前迫切
需要研究的问题

本文正是针对上述情况，通过 PEST 分析、波特五力模型、SWOT 分析法对乐
山通信业中 2/3/4G 的运营现状进行了全面分析，找出乐山移动目前在 2/3G 客户迁
转到 4G 用户上存在的问题，运用 STP 理论解决 2/3G 客户迁转到 4G 用户的战略
定位问题，再结合 4P 理论针对 2/3G 客户迁转到 4G 用户营销的产品、价格、渠道、
促销、服务
[5]
等方面，提出具有针对性和可操作的市场营销策略建议，对重点策略
进一步剖析制定解决方案，并引用实例为证。最后从人财物三个资源层面上分析
2/3G 客户迁转到 4G 用户营销策略所需的实施保障，使落地措施可以具备操作性

本文通过将理论与实践相结合的研究方式，创新性的进行探索，为乐山移动
在 2/3G 客户迁转到 4G 用户的拓展提供参考，使乐山移动在 4G 的运营上成为行
业标杆

关键词：2/3G 客户迁转，乐山移动，营销策略ABSTRACT
II
ABSTRACT
The post and telecommunications industry has achieved sustained and rapid
development, and the wireless communication network technology has developed from
analog network and digital network to the current high-speed 4G network, since 1987 to
the present 2017. Total number of mobile users more than 1 billion 320 million in
2016，the average of every 100 people in the use of mobile phone users is 96.2, now has
770 million users in the use of 4G, at the same time the use of 100 mobile phone users
have 58.2 users in the use of 4G, 4G flow explosive growth. China Mobile 4G users
over 535 million, becoming the world&39;s largest 4G customers the operator. In December
2013, the three operators also get a 4G license, and in February 2016 25 the Ministry
announced in 2020 5G will be commercially available. Overall, the slow growth in the
number of people, the benefits it has disappeared, the three operators of the new market
space quickly narrowed, are speeding up the transfer of 2/3G customers to 4G,
competition tends to white hot. China Telecom in the broadband market under the
absolute advantage, the main push broadband + 4G integration marketing, and
vigorously expand the size of 4G users, China Unicom in Wang Xiao chu led the
focus strategy, is accelerating 4G network construction and marketing, China Mobile
4G The first advantage of facing serious challenges.
Leshan Mobile as a 4G scale in the province&39;s mobile ranked behind the city,
facing greater challenges. With the establishment of Leshan Tower, the three operators
to speed up the co-operation and sharing, to speed up the network homogenization,
Leshan Mobile leading network advantage has been gradually weakened. In particular,
Leshan Telecom in the rural areas to vigorously deploy low-frequency 800M FDD 4G
network, Leshan Mobile network in rural areas has caused a great threat. In the next few
years who first transfered the 2/3G subscribers to 4G users , who grabbed the 4G users,
who will seize the development opportunities. How to transfer the 2/3G subscribers to
4G users is an urgent need to study the issue of Leshan Mobile.
This article is for the above situation, through the Macro environment analysis,
Porter five force model, SWOT analysis of Leshan communications industry 2/3 / 4G
operating status of a comprehensive analysis to find out the problems existing in the
2/3G customers movied to 4G users of Leshan Mobile, Using STP theory to solve theABSTRACT
III
strategic positioning of 2/3G customers moving to 4G users, combined with 4P theory
for 2 / 3G customers moved to 4G user marketing products, prices, Place, Promotion,
etc., put forward targeted and operational marketing strategy recommendations, further
analysis of key strategies to develop solutions, and cited examples as evidence.. Finally,
from the three levels of human resources analysis of 2 / 3G customers moved to 4G
users marketing strategy required for the implementation of security, landing measures
can be operational.
This paper will study the way of combining theory and practice, innovative
exploration, provide a reference for the development of Leshan Mobile 2/3G customers
move to 4G users, Leshan mobile to become the industry benchmark in the operation of
4G.
Key words: 2 / 3G customer transfer, Leshan Mobile, marketing strategy目 录
IV
目 录
第一章 绪论........ 1
1.1 研究背景1
1.2 研究的目的和意义 ........ 1
1.3 本课题的研究思路 ........ 2
1.4 相关理论基础 .... 3
1.5 论文结构及重点3
1.6 本章小结4
第二章 乐山移动 2/3 客户迁转到 4G 的业务环境分析.......... 6
2.1 宏观环境（PEST）分析 .......... 6
2.1.1 政治环境6
2.1.2 经济环境6
2.1.3 社会环境7
2.1.4 技术环境7
2.2 行业竞争环境分析（波特五力模型分析）.... 8
2.2.1 新进入者的威胁8
2.2.2 同行业者的竞争程度 .... 9
2.2.3 替代品的替代作用 ...... 10
2.2.4 购买者的议价能力 ...... 10
2.2.5 供应商的议价能力 ..........
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